Cycling-studio empire SoulCycle is taking a stab at content creation with the recent unveiling of its Sound by SoulCycle series, a transformative music and digital program that showcases collaborations with various music artists available through Apple Music. Programming features live concert performances, instructor and artist-curated playlists and podcasts and motivational pieces from favorite instructors.
“SoulCycle was founded on a few simple ideas: that fitness could be a physical, musical and inspirational experience and one you look forward to. This spirit enabled us to build an amazing community of riders that tell us that SoulCycle is the most important part of their day. Music is a unifying force and has been always core to the SoulCycle DNA,” says SoulCycle CEO Melanie Whelan. “We just love how supportive Apple Music is of their artists and, in this case, of SoulCycle as an artist. This is the kind of support and energy we pour into our own community, so there was a lot of natural kinship there. We also saw so much opportunity in introducing both of our large audiences and followings to each other.”
Last weekend in Las Vegas, SoulCycle founding senior master instructor Stacey Griffith led a class at the brand’s new studio inside Wynn Plaza that featured a playlist from the resort’s headliners The Chainsmokers, the latest group to come on board. Alex Pall and Andrew Taggart were in attendance sweating it out with other cycling devotees, wearing their new exclusive retail line Chainsmokers x SoulCycle. This is SoulCycle’s first retail collaboration with a musical artist.
“We are elevating the rider experience by blending musical performances and exercise, [creating] fitness concerts. As instructors, we have become a [category] of DJ [who is] influential in the music industry. And as a brand we have realized that synergy between artists and instructors is so incredible for our shared followers,” Griffith says. “Our riders often as us, ‘What track did you play during the arm series? Where do I find it?’ This is a perfect way to direct them to Apple Music where they can also download playlists created by our instructors.”
Griffith met The Chainsmokers at the opening of Cipriani at Wynn Plaza in November and the seeds for the collaboration were planted as the three hit it off immediately. “We had such great conversations about their music and its impact on fitness. I’m not sure they really knew the magnitude of inspiration they carry through their songs in a SoulCycle class,” Griffith says. “The sexy rhythm and lyrics get me every time. The clarity of Drew’s voice is easy on the ears in the studio, and physical on the body. When you have that combination on a track, as an instructor you can really take your riders where they need to go.”
The limited-edition drop consists of a three-piece unisex retail collection — a tank top, t-shirt and sweatshirt inspired by The Chainsmokers — available online and in SoulCycle studios.
Seventeen Chainsmokers-themed rides are taking place across the country at various SoulCycle studios this week.
Sound by SoulCycle kicked off in New York City in October. “Three hundred fifty people, led by two of our amazing instructors Austin and Soeuraya put on a real show, with Louis the Child and Elley Duhé DJing and singing,” Whelan says. “It was part dance party, part performance art, all with this amazing energy of positivity and celebration.”
Falling under the brand’s new media group, which also launched in 2018, expect Sound by SoulCycle events across the U.S. in 2019. “Our media group has one primary focus — to bring Soul to a global audience through music, video, audio and experiential events, so this has been a natural evolution for us,” Whelan says. “In addition to our partnership with Apple Music, we’ll continue expanding our concert series of immersive rides. We’re also releasing video programming across SoulCycle’s social platforms, starting with Instagram. Content will include takeovers and videos from artists — including instructors — streamed sets and theme rides that correspond with events.”